Creative Agency – O&M (For the Sardar ad)
A suave, urbane Aamir Khan for Tata Sky Plus and a mass, nautanki type Aamir for the regular brand? Difficult to establish connect when you use someone as strong as Aamir. Once again, the ‘Aamir look’ is more talked about than the brand itself… Aamir overshadows not only the brand, but also the brand proposition. The brand frankly has taken a step back from a specific benefit messaging to a generic messaging.
This one is the latest Tata Sky Ad which showcases Aamir Khan as an old sardar – Sodhi Ji. You would be seeing some outdoor creative as well for the campaign. In total, not so impressive! The make up and look being extremely innovative – In fact, one of the newspaper supplements also ran a quiz on ‘Can you identify the celebrity’ contest before the launch of ad. A case of bad advertising. I must say for the target group which was excited and felt associated with the Aamir-Gul Panag series of commercials. Check it out for yourselves and compare it with the series of Aamir-Gul ads. Maybe the ad is targeted at a different target group. Frankly, the look reminds of the Paresh Rawal look in the blockbuster ‘Oye Lucky Lucky Oye’. Maybe it has been positioned for lower SECs and smaller cities where a celeb recall will still help the brand. Also, I fail to notice that he is driving a vintage car…the look of it tells me he is indeed driving a Taxi!
Tata Sky – Aamir Khan as Sardar
TATA SKY had roped in Aamir Khan as their brand ambassador. He was on air with new advertisement where he plays a double role of a ‘bride and a groom’. He enacts a discussion between bride and groom on honeymoon night wherein both are played by him. Aamir as always is different. was a part of campaign that encapsulates television, print, outdoor and radio along with on-ground activities and marketing on a digital platform. This campaign was tolerable since Aamir was the core audience interest but it tremendously failed to impress me as I could in the ad itself see him turning around portraying both parts (it failed to deliver the ‘Kishore Kumar’ impact of portraying both man and a woman himself for a song). That song was my benchmark for such a gimmick and hence this Tata Sky ad failed to deliver against that benchmark.
Tata Sky – Launch of Aamir series – Punjabi Couple - Showcasing Tata’s Trust and Sky's world class technology
Wonderful series of ads for existing set of Tata Sky customers move to a Tata Sky Plus or for new connections instigating them to opt for Tata Sky Plus. The series showcases the household as a double income household with very upper class look of the house. The various tactics of Aamir do not fail to excite me and promptly delivers to the brief of showcasing the most prominent feature and benefit to record shows and watch them later at your convenience. Brilliant! I Must say. Here’s some of them for your viewing…
Tata Sky Plus – Aamir Khan & Gul Panag – Tata Sky Plus Launch
Tata Sky Plus – Aamir with a friend
Tata Sky Plus – Late Night Sports Ad
Tata Sky Plus – Kid’s exams and Cartoons
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